Heinz is testing new packaging for its ketchup after complaints that its packets are messy and difficult to use.

The Daily Mail reports that the new 'Dip & Squeeze' packaging is shaped like a cup and holds three times as much ketchup than the traditional packets. Customers can either peel the top back for dipping or tear the end off to squeeze it.

The packaging comes in response to complaints from customers about the traditional packets, including in several Facebook groups.

Advertisement - Continue Reading Below

Matt Kurtz, who runs one of the campaigns for new packaging, said that he began his group after he tore open one of the traditional packs and spilt ketchup all over his jeans.

"That's when I said, 'There has to be a better way'," he explained.

The new style of packet is currently being tested in Kentucky but could spread across the US and other countries if the manufacturer can agree prices with its customers.

Restaurant analyst R. J. Hottovy said: "It has to be proven that this is something that saves money on behalf of restaurants or cuts down on waste. It looks interesting, but ultimately you have to provide something of value to the restaurants."

However, vice-president of Heinz Ketchup Dave Ciesinski insisted that there is a demand for the new packaging.

"The packet has long been the bane of our consumers," he explained. "The biggest complaint is there is no way to dip and eat it on the go.

"We created the [original] packet in 1968. Consumer complaints started around 1969."